After trying this toothpaste, this is the only one I use now. I noticed better whitening on my teeth, the taste is great, and I like how the bottle is strong enough to stand up. The consistency is more of a gel instead of a thick paste. I definitely prefer this one over cheaper ones.I know everything you read online says you can't fix enamel but I had 2 concerning spots on my teeth(wish I'd taken pics) and between this and gel kem the spots appear to be gone. See what the dentist says in November..maybe I'm nuts but if nothing else, my teeth are atleast 2 shades whiterThis toothpaste is a great value! Colgate offers a plethora of toothpastes to serve almost every dental need. I ran across this on Amazon and the price was outstanding! I checked prices on other retailers and Amazon was by far the best value.I could not find this in the store anymore. But it works for me.My gums are very sensitive so i have tried a lot of different tooth pasts but none worked. this one does so far.Toothpaste!!?Nice and minty and the price is awesomeThe texture is OK, it's more like a gel type. The flavor, very soft minty, not strong enough to be a toothpaste. I won't buy it again due to the flavor.